LOS ANGELES – The relationship between Hollywood and the military is getting another boost.
On March 1st, the National Foundation for Military Family Support (NFMFS) will officially launch its Hollywood for Heroes (H4H) program in coordination with SkyScape Entertainment, with the goal of providing a series of donations to an array of military charities and veterans’ programs through production company and distribution revenues.
“I’m hoping to set a new precedent on how Hollywood is not only viewed, but operates,” Stephen Rollins, NFMFS founder and president and CEO of SkyScape Entertainment, told FOX411. “It’s a way to give hope while entertaining, and I hope others will follow.”
Starting with its next production, SkyScape will donate a percentage of its revenue from the sales of each of its forthcoming productions to military charities selected by the company’s executive board, in addition to making a donation to various charities on behalf of celebrities attached to the company’s productions.
SkyScape bills itself as an independent production company that focuses largely on narrative driven projects such as feature films, short films, and trailers.
Rollins this week also announced plans to launch “SaluteFest: Rock the Troops,” a pop/rock/R&B concert at The Rose Bowl in Los Angeles on June 20 –a festival-style, sponsor-funded concert designed for stadium-sized venues which will include military-themed presentations in addition to featuring big industry entertainers. This will be followed by “SaluteFest: Country Salutes the Troops” on Dec. 5, at Dodger Stadium, in Los Angeles, in which an attempt will be made to “make it the largest U.S. Marines Toys for Tots Drive” in operation.
“It is the goal of NFMFS to set a record for the most military and their families gathered in one place at one time funded by sponsors, providing them much needed entertainment while being saluted for their service,” he explained, adding that all the proceeds will go the chosen charities.
In addition, SkyScape Entertainment is unveiling an employment assistance program, with the strategy to hire and employ on-the-job train veterans interested in film and TV production.
According to Rollins, the goal is to initiate these new programs to help provide much-needed financial resources to help wounded soldiers, veterans and military families.
"The men and women of the U.S. Armed Forces risk and sacrifice everything for our protection, both at home and abroad. I don't know why there aren't any other programs like this in the entertainment industry, none that I'm aware of, but I feel a duty upon myself to do more than just say thank you,” Rollins added. “It's my goal to bring Hollywood to our heroes with a message, not 'see my movie or show' but 'thank you for your service, I'd like to help'."